Solar on the White House: Thanks and Solar Marketing Lessons Learned

By now you’ve probably heard that Secretary Chu and President Obama have announced that solar PV and solar thermal will be be back on the White House roof by the Spring of 2011.

This is a victory for the entire solar industry, but especially for those who had the courage and vision to support the idea, despite its challenge.

So thank you solar companies Sungevity, KACO New Energy, and Free Hot Water (now my client) who quickly stepped up to the plate to offer the White House free solar. Also to the many other solar pros and companies that followed these solar leaders.

Sungevity contributed additional time—and expense—attracting solar non-profit organizations to the cause. I suspect it was involving Bill McKibben and his 350.org that finally pushed the White House to plotz or get off the solar pot. Thankfully, it plotzed.

Moving forward, what solar marketing lessons can we learn from this romantic and yet ultimately realistic “Solar on the White House” initiative? Plenty.

1) Solar advocacy works as a business strategy. It inspires people to think and act. Over 50,000 people across the U.S. have signed the Sungevity petition. As a result, Sungevity, previously a California brand, is now a national brand thanks to advocacy—not advertising.

2) Solar social media works. There were plenty of traditional social media tactics that made this campaign successful. When applied correctly, people will share good solar information told simply. Study the Globama website and its tactics: Blogging, Twitter, easy to share with friends and social networks, a relevant history lesson (why now/why needed), visually attractive, tee-shirts, etc. They also used Google Adwords to drive traffic as well, an important part of any social media campaign.::continue::

3) Social media isn’t cheap or instantaneous. I have no idea how much this campaign cost, but I suspect it wasn’t inexpensive. However, a traditional national television, radio, or print advertising campaign would have been far more expensive and less effective. Why? Because people don’t trust ads, but they will invest themselves into a cause. Stand out and educate, as I always say here. This initiative is a great example.

4) Find like-minded partners. Though the Obama administration doesn’t admit it in their press release, I think Bill McKibben bringing an old Carter hot water panel to the White House was certainly the push that was needed. In addition to McKibben, many other solar advocacy organizations also pitched in: SEIA, ASES, to name just two, as well as the publishers and editors of Renewable Energy World. Eventually, one of these partners –350.org—found the creative means to the goal: The Carter solar panel tour.

5) Genuine solar advocacy leads to profits, not the other way around. Many called this White House initiative a publicity stunt. I have no problem with that because it was a stunt for a genuine cause: Getting the President to lead by example and being and an international symbol of America’s clean energy commitment. If the only motives were profits and publicity, I think it would have failed.

With all of the above in mind, adapt the above lessons and do your own solar/advocate initiative. How?

1) Find a non-profit cause you truly believe in. It's hard to fake being passionate about something that you "should" care about, but you'll find it's energizing when you are seriously committed to an advocate goal, despite hard work ahead.

2) Somehow link solar to that belief and cause. Helping schools reduce energy costs? Saving city parks? Green jobs/vocational training for the unemployed? What ever. Starts with you and your passion…

3) Find partners who genuinely believe in both causes too. Listen to their perspectives and come up with a creative message and marketing plan.

4) Spread the word through social media and press releases. Call and email reporters too.

5) Be persistent, creative, and give it time to grow. We’re talking six months, at least. (Remember that this initiative was first proposed in February 2010, 8 months ago! And there were previous calls to action even before that. )

Meanwhile, if you’re coming to SPI, come celebrate solar on the White House with us at the SPI 2010 Tweetup next Wednesday, October 13th. Happy Hour, bowling, beer, solar. Woo-hoo! What’s not to love?

Whether or not you join us, as always, UnThink Solar.

Tor Valenza a.k.a. “Solar Fred” advises solar companies on marketing, communications, and public relations. Contact him through Unthink Solar or follow him on Twitter @SolarFred.

The information and views expressed in this blog post are solely those of the author and not necessarily those of RenewableEnergyWorld.com
or the companies that advertise on this Web site and other publications. This blog was posted directly by the author and was not reviewed for
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21 Comments

I know I'm late to this party but I can't help but comment on "Anonymous's" posts. Having been a PV Systems Designer & still a fiscal conservative, I loathe waste and inefficiency. So I have to ask how a 6 year payback, or even a no subsidy payback (usually double), could COST the taxpayers' money when solar electric panels have a 25 year power warranty? And that is a guaranty of 80% at year 25 so clearly they continue to produce plenty of clean energy well past that period. I continue to lament how rarely anyone mentions their design life of 40-50 years. Minus inverter replacement, these systems are virtually maintenance free, there are no moving parts. So, equipment longevity (system life), minus payback equals YEARS of FREE CLEAN electricity. Do you think the White House's current energy strategy involves any years of free energy? Solar will always save money over time, especially when you factor in the associated costs, some of which the ever patient and thoughtful Solar Fred pointed out.

Thanks to all who helped, Licensed Green Plumbers like myself are glad to see social change that does not "ban" responsible power collection/generation. When the original system was wrongfully removed I was effected in a idealistic way. I felt the US took a step back Socally.

love it , Love It, LOVE IT ! now has anybody noticed that the good okd US of A has a few more buildngs than just the white house? PLEASE ask your state and local reps. why they haven't got a solar system on their city hall, library, police station, rec center, etc. etc. Oh yeah ... when you don't get the right answer, remind them that you vote...and you'll be watching their progress on this issue. WE'RE GREEN, WE'RE WATCHING, WE VOTE

All good points. Some other considerations to help solar development in other areas along…
1-No sales tax (either an exemption or a sales tax rebate) on solar/wind equipment.
2-Long term (to 20 year) remodeling loans (@2%)with lowered rates.
3-Permit fee waivers or extreme discounts.
4-Fast track solar/wind permitting from building departments.
5-FIT implementation. Consumer driven. Much higher buyback KW rate from the utility.
6-Property tax incentives. Both abatements and credits. Property assessment waivers too.
7- Constantly share information on new developing ideas that have to do with clean energy use.
8-Understand the value of battery use (lithium or other). For vehicle or home.
9-Government entities to offer grants and other incentives for moderate, low income and non profit use. Davis bacon wage rates need to be temporarily waived in certain instances, for these grants to get more bang for the construction buck.
10-Offer consumer friendly (user friendly) applications. At all levels.
11-Offer free or heavily discounted on-line courses for potential installers to make acquiring the basic skills and higher level certifications open to job seekers.
12- Constantly share information on new developing ideas that have to do with clean energy use.
13-Tax breaks for companies involved in renewable energy production and installation.
14-Use the uniqueness of your community to forward the idea.
15-Identify local barriers from residents and businesses. Allow for some misunderstandings because it is new technology.
16- Identify government policy barriers. Some laws are in place to protect certain industries. These need to be changed as they are recognized.
17-Find high profile individuals who agree with the philosophy to promote the issues. The same "deep voice" that sells the macho trucks, need to exemplify the characteristics of solar and EV's.
18-Bring in persons with disabilities to discuss how solar will enable them to power devices that make the

Anonymous, you assume a great dea,l number one, without facts and figures. I gave you a link to a post that shows facts and figures and payback period.

There is no way to figure out cost and performance exactly until the White House reveals some parameters of the size of the system it wants. Note also that this may not cost tax payers a dime, as many companies will simply offer the panels/solar thermal system for free, for publicity.

And you're damn straight this is a marketing stunt. We need more of them if we're going to compete with the millions of dollars of greenwashing of coal and oil, hoping to preserve their 100 year old subsidies.

As for the deficit, that's an economics debate as well as a huge policy debate that will be decided by our elected representatives. If you support *breathing*, as I do, then you'll support candidates who support CLEAN renewable energy and who will vote for eliminating coal and oil subsidies. Republicans in Congress have already made it clear with "Drill Baby Drill" that breathing isn't a priority for them. For them, it's tax breaks and let business do whatever they want, and we'll clean it up later... somehow...at tax payer's expense. But who's counting?

ANONYMOUS
October 8, 2010

Coal pricing is out of market right now and is not a factor in power pricing, even with subsidies. Gas sets the price and this price is currently very low due to a tremendous supply upswing (due to successful drilling in Marcellus and Bartlett shale, not subsidies).

I *agree* with you all subsidies for all forms of energy should be removed!

We disagree on solar applications - there are much better places than DC that are going begging for solar. Solar on the White House is just a marketing stunt. Your article is a how-to guide for marketeers instead of accountable spending of our tax dollars.

Is anyone figuring the payback, or performing a cost/benefit on the WH solar application? My guess would be "No". If you really want to sell solar applications, you should have put these panels somewhere with better solar potential and let the cost/ benefit analysis do the selling for you.

Instead, we get "How to Take from the American Taxpayer by Applying Social Media Pressure to the Government".

Anonymous, I'm going to disagree with you about solar potential. That there is an average of 4 to 5 sun hours does not mean that solar thermal and PV do not have the technology to make a significant reduction in energy use. Panel efficiency has dramatically increased. But don't take my word for it. Have someone in D.C. area get a solar quote. With subsidies, should pay for itself within 6 years, and these figures are based on higher prices than typical now, so probably lower.

Payback would be faster if you remove all subsidies for coal and gas and allow our grid energy prices to be real, not subsidized.

Plus, what is the cost of asthma and cancer caused by emissions. What will be the cost of global warming to tax payers when we have more floods and hurricanes, etc.

ANONYMOUS
October 8, 2010

@SolarFred:
Yes, I fully support zeroing all taxpayer support for all energy companies, including fossil, wind and solar companies. We need to balance the budget or we are heading for disaster in this country.

Solar potential for DC is extremely low. Look at any map. The White House panels will generate little heat and power. Germany has wasted billions on this application, too. That is no reason to throw money away.

#Anonymous, #8. DC has plenty of light, more than Germany, a country that is leading and benefiting from solar.

If you want to stop wasting your tax dollars, then tell your congressmen to cut off the 40 billion or so a year that go to subsidies and tax breaks for big oil and big coal, not to mention nuclear. These are industries are big boys now. Shouldn't they stand on their own two feet after 100 years? Nuclear 50, but still.

Gary, right on and go for it! EV's with solar are part of the solution. For inspiration on that, check out www.solarchargeddriving.com. Lots of great thoughts there.

ANONYMOUS
October 8, 2010

Two people here in Alabama have had smart meters that were significantly over charging them.

Thanks a lot for your straightforward, step by step outline for using today's tools for making things happen. Facebook, Blogspot and all the other social media venues can be rather intimidating for us old timers (70+), but they are powerful and they are today's way to reach an audience.

You've made your point well and inspired this old dog to learn a bunch of new tricks to promote the largest convergence of EVs ever held (at least that's the vision) which will be held in John Day, Oregon next July. The Sturgis for EVs.

If all goes as planned, Oregon and Washington will soon be home to 2,000 Leafs and even more charging stations, plus 50 Smart Electric Drive cars and possibly some Volts. Plus we already have a bunch of Teslas, S-10s, Sparrows, etc. and an assortment of conversions.

So its time for the EV owners to get together, have a grand adventure and at the same time show all those ICE drivers that EVs are the wave of the future. Time to start killing "range anxiety" and put an end to the ICE Age.

Plus Oregon just past a feed in tariff bill (small as it may be) so Oregonians with solar arrays can get paid to charge their EVs and at the same time put an end to the upstream emission issue.

So come on all you EV pioneers it's "John Day or Bust"

Gary

ANONYMOUS
October 8, 2010

I support renewables but as a taxpayer in a nation with a $13 trillion deficit I find this project unsettling. Why are we installing solar panels in an area with extremely weak solar potential? (Look on any map of solar potential - DC is poor in that regard). The WH should be held accountable and should report KWhrs produced by the panels vs. cost of installation and maintenance. I am concerned about net heat and power generation in the winter months - it will probably be nowhere near the actual energy consumption of the WH. This is a poor application and a waste of my tax dollars.

If you wanted symbolism, why not power a homeless shelter in a southern city? Lots of goodwill, big net generation of power, and a perfect mesh of technology and solar potential. Instead, I fear you have made another white elephant that us taxpayers have to deal with. I gladly pay my taxes to live in this great country, but don't want to see them wasted.

Anonymous comment because it will probably stir the pot and I have enough emails to deal with, thank you.

LOL.... Well, I was happy this past week for a few seconds. I have been doing a detailed electric usage analysis of my res looking for any anomalies and quantifying various loads. At the last stages of this "inquiry", which really I had been looking into for a year or two, the detail got targeted enough to suggest that my electric meter on the house might be wrong, or at least deserved a look, since it was the sole entity I was basing my assessments on. So, I up'ed the anti and got a digital power meter and did some precise testing against the house meter, which suggested it was in error... Well, since I always shy away from confronting Goliath entities like large utilities and such, I thought I would take this on, you know, just to break up my daily monotony. Well, to make a full length article short, I was right and got a 3% credit from PPL for the total KWH used since the meter was installed and a new "pretty" digital power meter, which will look nice spinning backwards someday via wind and PV....
Anyway, that was good for a few seconds of an upside down frown.... LOL..

Bill, bill, Bill. I'd love to see you happy more than cynical under my blog posts.

Sorry PV isn't affordable or you there yet. I thought PA was stepping up, especially with RECS. There are also leasing programs with low up front up there. The ROI won't be as great, but it's still solar and it will still save something.

Thanks all your comments and perspective over the last year and a half, Bill. Always appreciate honest feedback.

Glad to see you happy... I hope the dog in the future does not decide to turn around and bite its tail, as the winds of time change direction....
The new web front end here fixed the Java slow type issue!!!
YEA!!
Still waiting for PV to become affordable in my zone... a bit to much even if I do the install myself using my sources... but, its getting closer...

Hang in there. It looks like growth in PV is starting to go exponential. Ray Kurzweil talks about this kind of growth certain technologies. I guess the doubling time for PV now is approximately 2 years. So 12GW global capacity 2 years ago, 24GW now, 48GW 2 years from now, 96GW 4 yrs from now and so on. Frustratingly slow, but these numbers become pretty amazing after about 10 years.

Congratulations Tor, Stephen, and everyone involved. I was actually a founding member of 'Draft Obama' in 2006 - and it's nice to see the President put one of his campaign initiatives into practice. Putting renewable energy on the white house is simply the right thing to do. (note: I've submitted this story to Slashdot, expect some traffic).

Congrats to all involved. And well said, Solar Fred. This is really about out-of-the-box industry marketing -- that's what you've been saying all along.

A number of people criticized this effort, saying that it would make the White House beholden to special interests. I can certainly see that viewpoint, especially if the WH took a free solar system.

However, we have to recognize that there are 1,000 lobbyists out there for every 1 solar lobbyist. It takes creative grassroots organizing and saying bold things like, "We'll give you a free system!!" to make people listen up.

With that said, I think the White House made the right choice by going through a bidding process. It makes the whole thing cleaner and non-controversial.

Ultimately, it's going to take a heck of a lot more coordinated efforts like this to keep making a difference. Yes, spreading solar is about good business. But good business is about being creative -- and this was a great example.